Peec AI vs Otterly vs Semrush: AI visibility tools

An AI visibility tool asks ChatGPT and other AI products the same questions again and again, then records whether they name your business. Peec AI, Otterly and Semrush are three names that come up first. On a sales page they look almost the same. The differences sit in how many questions each tool tracks, which AI products it asks, where it thinks the customer is and how much of the evidence you can see.

Here’s an example. Say you run a landscaping business in Penrith and you want to know whether ChatGPT names you when someone asks for a landscaper nearby. You could type the question in yourself every morning and copy down the answer. A visibility tool does that for you on a schedule and keeps the record, which saves a lot of time once you want to watch a long list of questions.

We help Australian businesses get found in those answers as an AI SEO agency. We haven’t run a paid trial of any of these three tools, so this guide compares what each company says on its own pages as at 19 October 2026.

What should you check before you pay for one?

Five checks will tell you more than any sales page.

1. Count your questions. Write down the customer questions you need watched, with the suburb in each one. A plan that allows fewer questions than your list won’t cover it.
2. Check the engines. An engine is one of the AI products a tool asks, such as ChatGPT or Perplexity. Pick the ones your customers use and confirm the tool covers them.
3. Check the location. An answer to “electrician near me” depends on where the person asking is, so ask how the tool sets a suburb or city.
4. Open a real export. You want to see the saved answers and their links, not only a score.
5. Get the full price. Add-ons, billing term, currency and tax all change the total.

What is an AI visibility tool?

It repeats questions you choose and records how your business appears in the answers. The work of improving how AI answers describe and link to a business is called generative engine optimisation (GEO). Our guide on what is GEO explains it.

Definition: A prompt is one question the tool asks an AI product. A mention is your business name appearing in the answer. A citation is a link shown with the answer. A visit is someone arriving on your website. Each is a separate event.

Many tools roll some of these into one “visibility score”. Ask how that number is built. It isn’t a Google ranking and it doesn’t count enquiries.

What does Peec AI do and who is it for?

Peec AI tracks a set of questions across the AI products you pick and shows how often your brand appears compared with your competitors. Its pricing page lists three self-serve plans that you can sign up to yourself. It also lists a custom yearly enterprise plan. Every plan has unlimited users and the self-serve plans track daily.¹

The Advanced plan adds tracking across countries and a connection to Google’s Looker Studio reporting tool. Enterprise adds an API, which is a way for other software to exchange data with Peec. It also adds single sign-on, which is a shared company login. It lists tracking for up to 13 models.¹

We could read Peec’s plan limits but not a current price from its page text, so we don’t quote one. Ask Peec for the total, currency and tax.

Peec reports how often and where your brand appears, the tone of the mentions and your share of all the mentions compared with competitors, called share of voice. It also lists source analysis, suggested actions, visits from AI assistants and a check of your robots.txt file. That file tells automated page readers which parts of a site they may visit. Spreadsheet exports come as CSV files, a plain format that any spreadsheet can open.¹

The 150-question and 350-question plans give teams room to track a longer list.¹ If you work from one location, count the customer questions you need watched first. Then compare each plan’s allowance and total quote.

How do Peec AI, Otterly and Semrush compare?

They differ most on how many questions you get, which engines are included and what you can export. The table shows what each company’s own page said on 19 October 2026.

Otterly’s Premium plan lists 400 prompts. Its pricing page offers monthly and yearly billing and shows add-on charges in US dollars before tax.² Semrush’s standalone toolkit, which is the AI tool sold on its own, lists one project, one Brand Performance domain (one website address) and 25 tracked prompts.³ Semrush’s bundled plans have different allowances, so check which product you are pricing before you compare costs.⁴

Kavera note: We haven’t subscribed to any of these three. Nothing here is a hands-on test. Here is the standard we would hold any tool’s export to. For our Sydney trades index we locked in 50 questions before we collected anything and planned 200 checks, each one a question put to one engine. We saved 197 completed answers with their links and kept the blocked and failed checks apart from them.

Which AI engines and Australian locations does each one cover?

Check the engines first, because a tool can’t report on an engine it doesn’t ask. Otterly lists ChatGPT, Google AI Overviews, Perplexity and Copilot in its plans, with Google AI Mode, Gemini and Claude as paid add-ons.² AI Overviews are the summaries that sometimes show at the top of Google results and AI Mode is Google’s chat-style AI search. Semrush’s help page names ChatGPT and Google AI Mode.³ Peec lets you choose three models on each self-serve plan.¹

Location matters for local businesses because an answer to “electrician near me” depends on where the asker is. Semrush says Prompt Tracking covers more than 220 countries and territories and that its Brand Performance reports cover locations down to city level.³ Peec lists tracking across countries on Advanced.¹ We couldn’t confirm from Otterly’s page how it sets a suburb or city, so ask before you rely on it for a Sydney suburb.

Our guide to AI search engines in Australia covers which engines Australians use. Pick tools that cover those engines, not the longest engine list.

How do question limits and add-ons change the price?

Questions, engines and how often they run are multiplied together, so a small allowance can disappear quickly. Peec’s page shows the sum directly: monthly AI answers equal tracked prompts times active models times tracking frequency.¹

Take the Starter plan. Its 50 prompts on 3 models, checked daily, come to 4,500 answers a month, which matches the figure in Peec’s own plan table.¹ Pro lists 13,500 and Advanced lists 31,500.

Say you want to watch 50 questions across four engines. You need a plan that allows at least 50 prompts and includes all four engines. Otterly Lite and Semrush’s standalone toolkit allow fewer questions than that.²³ Peec Starter allows 50 questions across three models you select. Its page offers extra models separately.¹

The picture below sets the three entry plans against that list of 50 questions on four engines, so you can see where each one falls short.

Will your question set fit?

50 questions · four engines

Peec Starter

50 prompts

Choose 3 models

Additional models offered separately

Otterly Lite

15 prompts

ChatGPT · AI Overviews

Perplexity · Copilot

Below 50 prompts

Semrush AI Visibility Toolkit

25 tracked prompts

ChatGPT + Google AI Mode named

Below 50 prompts

Vendor pages · 19 October 2026

Confirm engines, allowance and total quote.

No paid trial completed.

Add-ons change the price again. Otterly sells extra engines and extra prompt allowances. Its add-on table shows those charges in US dollars before tax.² Semrush charges separately for extra Brand Performance domains or locations.³ Ask each company for a total price for the exact setup you need before you compare subscriptions.

Can you see the real answers behind a score?

Look for saved answer text, the source links shown and an export you can open in a spreadsheet. Without them you are trusting a score you can’t check.

Semrush lists ten spreadsheet exports a day in CSV format, with up to 1,000 rows each.³ Peec lists a Looker Studio reporting connection on Advanced and an API on Enterprise.¹ Ask to see a complete saved answer as well as the summary export.

Ask for one export from your own trial and open it. You want to see the prompt, the engine, the time, the answer and the links in separate columns.

How reliable are AI visibility scores?

Treat them as a trend over the same list of questions, not as a measure of what every customer sees. Google states that no third-party tool has access to its internal ranking or AI systems. It tells site owners to be wary of tools that claim to use internal Google metrics.⁷

The same caution applies to citation counts. Microsoft’s own report says its citation figures show how often pages are cited. They don’t show how important a page is, where it ranks or where it sits in an answer.⁹ Answers can also vary between runs and between people, so a single check proves little.

Kavera note: Our SHORE result is two screenshots of one question, where SHORE went from absent to first in one Sydney builder shortlist. We call it an observation because a trend needs many repeats. Our ChatGPT SEO guide shows the screenshots and the limits.

What should you test before choosing a tool?

Run a short trial with your own questions and judge the evidence, not the dashboard. Use this checklist.

1. Write ten questions a real customer would ask, with the suburb in them.
2. Run them in the tool and, separately, by hand in each engine you care about.
3. Compare the tool’s answers with what you saw. Note differences in names and links.
4. Export the results and open the file.
5. Add up the full monthly cost with the add-ons you need, in Australian dollars and with GST.
6. Ask who will read the results each month and what they will change on the website.

If nobody will read the results, the subscription won’t earn its place.

Which other tools track AI visibility?

Ahrefs and SE Ranking both sell AI tracking. Ahrefs Brand Radar covers AI Overviews, AI Mode, ChatGPT, Perplexity, Gemini and Copilot. It keeps custom question tracking separate from its AI Visibility Index, which is a set of answers Ahrefs has already collected. Custom Prompts supports those six platforms plus Claude and includes an allowance with paid Lite plans and above.⁵ Confirm the allowance, currency and billing term directly before you buy.

SE Ranking’s tracker page lists AI Overviews, AI Mode, ChatGPT and Gemini. It shows no plan prices.⁶ It offers a free checker limited to five checks a day, with a download you can open in a spreadsheet.⁶

Our guide to AI SEO tools covers the tools that help you do the SEO work itself, which is a different job.

When are Google and Bing’s own reports and a manual check enough?

For a small local business they may be enough. Google’s Search Console is the tool Google gives website owners to see how their site performs. It has a Generative AI performance report that shows how often links to your site appeared in AI Overviews and AI Mode, split by page, country, date and device.⁸ The report may not appear until your site has enough appearances in those features.⁸

Bing Webmaster Tools has an AI Performance preview, which is an early version still being tested. It counts citations across Microsoft Copilot, Bing AI summaries and selected partner integrations. It also shows a sample of the phrases used to find the cited pages.⁹ Its coverage is different from Google’s report, so don’t add their totals together as if they measure the same answers.

Add a monthly manual check of ten saved questions and you have a record that costs nothing but time. Our AI SEO guide sets out how to run it.

Which tool might suit your situation?

Use the table to pick which tool to trial, based on the question allowance, engines and reporting you need. Confirm the remaining details before paying.

The fine print

• What we didn’t test. We haven’t tested setup or how easy any tool is to use, so we can’t rank them on those points.
• Prices. Plans and prices change. Confirm the live quote, currency and tax with each company before you buy. We couldn’t establish a comparable Australian-dollar total for all three tools.
• Australian use. The vendor pages don’t publish how many Australians use each AI engine.
• What a dashboard shows. These tools describe sampled answers, meaning the answers they collected for your chosen questions at the times they checked. They aren’t guaranteed rankings or enquiries.

Do you need a tool or someone to act on it?

A tool tells you where you are missing. It doesn’t fix the pages, listings and proof that answers draw on. If you want the tracking and the work together, talk to our AI SEO agency. We set a question list for your trade and suburbs, record dated answers and change the pages behind them.

Our SEO audit is free. Implementation is separate unless retained. Compare the SEO packages for monthly scope and terms. No SEO package guarantees rankings, leads or revenue.